Feb

Talk to the Hand – Social Networking Gone Bad

By Sid

Social networking is fun. It’s engaging, you get to “meet” a lot of people. And, you get to make connections with more people than you’d ever do at a Chamber of Commerce meeting.

However, social networking can end up being a total waste of time if not used effectively.

Case in point: I know someone who insists on building a massive network with LinkedIn. Now, there’s nothing wrong with this idea. I use LinkedIn (not a lot, but I use it) to connect to colleagues and associates.

The problem is in HOW she uses it.

She spends time every day searching for people in her industry (coaching) with whom she can connect. Connecting with people in your industry is a fine idea to build relationships, make connections, and improve your craft. But is it an effective marketing tool?

Maybe yes, maybe no.

If (BIG IF) the people in your industry can offer you referrals and help you to get business, then connecting with them is a great idea. Mostly, this isn’t going to happen, especially in the coaching industry. Most coaches I know are really struggling to get business, and the last thing they’d do is give business to another coach.

There is a way to make it work, though. Unfortunately, the woman I know is going about it all wrong. She creates connections, then “tells” people in her network about what she’s doing — her upcoming talks, etc.

She would get much better response from her connections if she spent more time giving and less time asking for favors. What value could she offer them? For example, if she is having success getting business through LinkedIn (unlikely), she could offer her colleagues a guide on how to use LinkedIn effectively.

How would you respond if a colleague offered you free tips on how to get more business?

Wouldn’t you be more inclined to offer them help with their business?

This is called the “Law of Reciprocity.” It is used quite effectively in social media by people who know what they’re doing. For example, one of the people I follow on Twitter is @ProBlogger. This guy constantly sends Tweets that are packed with useful information. He’s not one of those folks who sits with his iPhone sending meaningless tweets about what he’s eating or watching on TV.

I’m VERY willing to buy things from a person who offers me value. I’m also willing to tell others about him (as I just did).

Social networking can be an enormous time-waster. If you’re going to use it, try to use it effectively by offering value to others in your messages, posts, Tweets, and even the photos you share.

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